a:Choosing Keywords and Keyword Phrases

One of the beginning steps in getting a user to your site is choosing a keyword or keyword phrase that the user will enter into the search engine window. The word could really be anything, but being relevant and specific are two forms that should be considered.

Keywords

Using a one word keyword is an option. Using this one word, however, is not likely to accomplish the task of getting your site listed in the top page or two of the featured results. The problem is that a one word keyword just leaves to many general options. The end result of using just one word is the attraction of millions of possible sites in the ranking and not the high ranking you desire.
Some one word keyword ideas that will not likely work well:

• AIDS
• Cars
• Pickles

Keywords obviously lend themselves to a keyword phrase. Using the one word within the phrase, however, leads to how the word is perceived, and the many forms that that one word might take. When the word “lift” is used, does it mean to “pick up” or a device to move a person from one building floor to the next?, or, for that matter does it mean elevator. With this in mind, it would appear that several words used together in the form of a specific phrase would be more attuned to attracting that one desired person to your site.

Developing phrase words

Developing these phrases is difficult because, as illustrated, a different word or set of words can mean differing things to differing people. Some considerations may include:

 Do different common words have differing usages i.e. lift-elevator
 Is the phrase to specific i.e. car seat v. child car seat restraints
 Can the word be used in the plural
 Are there spelling variations or is the word commonly misspelled

In certain instances, each of these examples can lead to a positive or negative outcome for your ranking or conversion rate. In the first two examples the net effect may be a higher overall ranking but the addition of users that are not, generally, interested in one aspect of the intended product or service.
In the last two examples the overall effect is the same, to pull in people intended and not intended. In this case, the effect is intended and may raise your ranking as the number of visits has risen. In either of these cases you are trying to gauge people and what they may or may not enter on purpose.

Don’t assume you’re right

Whichever strategy is taken there is one aspect of making a final decision that you should follow, don’t guess or think you are right. Just because you think in this way or that it does not mean that the general population thinks in the same way.
The best strategy to follow once you have a list of potential words and or phrases in mind is to make a list and go to a crowded market or mall and start to ask people what they associate with the words or phrases that you have come up with. It is likely that your initial feelings about the words are incorrect. You may also consider using a writer that has worked through the process quite a bit and has the inside tracks on which words work and which do not.